Sounds like a commercial to hawk one of Hulk Hogan's new food products, but it's not.

And that's the problem, his attorney says.

In a lawsuit filed last month in federal court, Hogan's attorney says cerealmaker Post Foods LLC used the professional wrestler's likeness without his consent in an advertisement for Cocoa Pebbles.

In the "Cocoa Smashdown" ad, an animated character named "Bulk Boulder" defeats cartoon characters Fred Flintstone and Barney Rubble in a wrestling match. Then the buff, blond-haired Boulder is beaten and shattered into pieces by Bamm Bamm Rubble.

In the late 1970s, before he became known as Hulk Hogan, one of Bollea's wrestling names was Terry "The Hulk" Boulder.

The character's image and name could easily be confused with Hulk Hogan, the suit alleges.

A Post Foods customer service representative said the company does not comment on pending litigation. Calls to a spokesperson were not immediately returned Tuesday afternoon.

Hogan's attorney, Joseph W. Bain, said his client approached the company about his concerns in August, but the commercial continues to run.

"This is a clear case of using a celebrity's identity without consent to sell a product, which is a misappropriation of Hulk Hogan's right of publicity and a false endorsement," Bain said.

Hogan is looking for "fair compensation for the use of his identity in the commercial and a court injunction to stop airing the commercial going forward without his approval," Bain said.